始祖鸟“炸山”,安踏的户外故事如何续写?

中国商报网
Sep 24, 2025

中国商报(记者 王怡菲 文/图)近日,户外品牌始祖鸟“烟花秀”事件引发轩然大波,这场被主办方宣称“采用生物可降解材料、符合环保标准”的烟花秀遭到众多质疑,始祖鸟也因长期标榜环保理念却行为相悖而出现品牌危机。事件发酵后,作为始祖鸟母公司亚玛芬体育的重要投资方,安踏体育9月22日开盘股价一度大跌7.28%,“始祖鸟成炸山鸟,安踏岂能装睡”的话题也随之登上热搜榜。在这一背景下,安踏的“户外故事”该如何...

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